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Google Ads Set Up

Help The Hartford Guardian make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
The Hartford Guardian
Hartford, CT, USA
The Hartford Guardian
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The Hartford Guardian
Hartford, CT, USA

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Cause
Community & economic development
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Digital marketing Search engine marketing

Posted August 4th

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Google Ads Set Up

Project details

What we need
  • Set up of Google Ads
  • Training for staff on how to monitor performance and update Google Ads going forward
  • Optional: Set up integration between Google Ads and Google Analytics
Additional details

The Hartford Guardian needs help to review our Google Ads set up and fill in the gaps on what needs to be done to stay current with the new policies by Google after 2015.

What we have in place
  • We currently have a Google Ad account, which should make it easy for you to get started. We also have a Google Ad grant application, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to replace one of our stolen smartphones. At least 8 of our phones were confiscated while we were working as journalists in Connecticut. It was an act of media suppression.

This project is important because it will help us improve our website functionality.

Project plan

P
Prep: Discuss Ads Goals & Strategy
  • Professional and Volunteer Manager discuss goals and target audiences for search engine marketing efforts
  • Volunteer Manager shares Ads credentials with Professional, as well as past marketing materials and style guide to use for ad content creation
1
Milestone 1: Organize Account & Choose Landing Pages
  • Professional establishes Google Ads campaigns based on target audiences (e.g., donors vs. beneficiaries) and Ad groups within each campaign
  • Volunteer Manager and Professional choose landing pages for each ad group
  • Professional trains Volunteer Manager on how to establish/modify campaigns and ad groups going forward
2
Milestone 2: Establish Keywords
  • Volunteer Manager and Professional use Keyword Planner to pick keywords for each ad group
  • Professional trains Volunteer Manager on how to monitor performance and update keywords & keyword match types
3
Milestone 3: Write Ads
  • Professional writes copy for Ads (one for each Ad group, if applicable)
  • Volunteer Manager provides feedback on Ad copy, which Professional incorporates
4
Milestone 4: Reporting
  • Professional trains Volunteer Manager on how to monitor Ads portal for ongoing reporting
  • (Optional) If Organization already has Google Analytics tracking codes on website, Professional integrates Google Ads with Google Analytics to help Volunteer Manager understand the behavior of users who click on their ads
  • (Optional) Professional trains Volunteer Manager on how to monitor website activity from Google Ads on Google Analytics
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About the org

The Hartford Guardian
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Causes
Community & economic development Civil rights Education
Posted by
Ann Marie A
Ann Marie A.

Editor and Publisher

Our mission

The Hartford Guardian is an award-winning news publication. It is the first hyper-local, nonprofit, and nonpartisan news publication in Connecticut that aims to build communities through civic journalism and raise the level of civic engagement in the city. And for almost 20 years, The Hartford Guardian has been using journalism as a tool to help eliminate racism.

What we do

We do quality journalism with our Hartford-based news publication.

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Ann Marie A.
Ann Marie A.

Editor and Publisher

Google Ads Set Up Project

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